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Twitter rolled out its built-in analytics to all users fairly recently.

If you’re an advertiser with Twitter, you’ll have had access to Twitter analytics for a while, but for everyone just hopping on board, I thought it would be useful to take a spin through the various features and look at the insights you can (and can’t) glean from them.

Tomaximise a tweet's effectiveness you need to use the 140 characters in the most efficient manner possible. This post offers five simple suggestions to optimise tweets for engagement and ultimately CTR.

The number one rule before applying these quick fixes is ensuring your tweet content is relevant to your audience. Although these are generic tips applicable to any industry your tweets must communicate the value of your product/service to your customers.

Start by putting the customer first and construct your tweets around them paying particular attention to language, writing style, and the call-to-action your customers will most likely respond to.

For brand marketers looking to figure out whether or not their Twitter investments are paying off, metrics are a big challenge.

Arguably the most prominent Twitter metric, followers, is of limited use in practice, particularly since it's so easy to game. Other metrics, such as retweets, may be slightly more meaningful, but they're often difficult to connect to the most important business KPIs as well.

There’s nothing like gaining a load of retweets for a cheap ego boost, but it also has more tangible benefits in terms of driving site traffic and increasing exposure of your business.

There are tactics we assume to work (e.g. put ‘Justin Bieber in the headline), but a new report by Hewlett Packard and UCLA tries to create a model that allows news agencies to predict how many retweets they will get.

It suggests that it can be done to an accuracy of 84%, which is a bold claim.

Speaking from the perspective of a publisher, we love it when our links are shared. But what I really look for is the buzz surrounding an article, rather than the sheer volume of retweets a post generates.

The background chatter is more important to me than counting up the retweets. The problem is, some retweets contain little or no additional information from the retweeter.